Dissertation (MA Business Administration)There are several challenges which face farmers in Igunga District in Tabora Region, who have decided to engage in the production of sunflower. Despite of these challenges, more famers keep on leaving their formal cash crop like cotton and seem to prefer growing sunflower. This study was thus put in place in order to assess the perceptions of small growers with respect to considering sunflower as an alternative cash crop. The study was conducted in Igunga District in Tabora Region, a place which is semi-arid in nature. The study mainly sought to achieve four objectives, namely; to compare growers’ preferences on sunflower with other cash crops, to assess the producers’ growth resulting from producing sunflower, to investigate on the perceptions of sunflower growers, with regards to the benefits of growing the crop and to investigate on the challenges facing sunflower growers in the study area. The study was conducted using a descriptive cross-sectional research design and was approached using mixed methods in order to improve validity. Data were collected from sunflower small growers, stockiest, middle men, processors, distributors, agricultural officers, and village and wards executive officers. Both, primary and secondary data were utilized. While secondary data were obtained through documentary review, primary data were gathered using questionnaire and interviews. Thereafter, data were analyzed using descriptive statistics (means), frequencies, percentages, Tables, comparison of situations, pattern matching and strong explanation building. For quantitative analysis, SPSS computer software provided significant help. The study has found out that, for almost all the indicators of cash crop used, comparatively, sunflower ranked best when judged with other cash crops grown in Igunga District. It was also uncovered that, there was a drastic change on the growth indicators before and after an engagement in the production of sunflower for farmers in Igunga District. Furthermore, it was revealed that, a great majority (about 71%) of the respondent farmers were satisfied with the crop and accepted to continue considering it as their alternative cash crop. Reasons put forward for their satisfaction were resistance of sunflower to drought, multiple economical usages of the crop and low production costs associated with the crop compared to others which could be grown in the area. However, it was discovered that, sunflower growers faced some challenges, most notable, lack of reliable market, lack of capital for investing on sunflower production, unavailability of improved sunflower inputs and that, sunflower seeds were highly offended by birds. It was recommended that, the government should formulate policies and supervises to see that, the crop is not marketed in raw form because it provides a little or no value addition. Agro-processing provides an opportunity for increased incomes and creates jobs along the value chain, through an expansion of forward and backward linkages in the economy. The government is further advised to strengthen financial instructions and financial intermediaries (Rural Community Banks, SACCOs and the like) in order to make them responsive to agricultural development financial needs. Finally, the local government leaders are advised to harmonize small growers to form groups, in order to easily access extension and research advisory services timely putting in mind that, agricultural information technologies are changing spontaneously and extension agents, remain small in number to meet every farmer at home.